A few days ago we discussed a fine integrated CPG advertising effort by Saatchi & Saatchi and Digitas (the next day, in fact, the esteemed brains at the New York Times called “The Talking Stain” the best TV/Internet play of all the Super Bowl spots).
Today I would like to feature another integrated campaign that those same New Yorkers have signaled out (you’d think I would avoid New Yorkers like the butter-plague, what with my beloved Patriots’ dreams of immortality being destroyed by the Gothemites, but we are not like that at Attention Shoppers!).
The campaign is for “I Can’t Believe It’s Not Butter.” Which I remember like I saw a spot yesterday, although the last one I viewed was probably 20 years ago. This new campaign is tagged “Now You Know Better,” as in now we enlightened folks of the 21st century understand that all that butter-eating of yesteryear was a very bad thing. Personally, I CAN’T BELIEVE that eating a moderate amount of butter is bad for you at all, and it surely makes food taste much better than the man-made spread, but I guess that’s not the point here.
The TV spots are a take-off on the world of “Leave it to Beaver”, when Dad went to work and Mom stayed home and made wholesome meals chock full of quarter-pound sticks of butter. YUM! The spots end with a smarmy 60s era talk-show host (fans of the Seinfeld J. Peterman episodes will approve) who directs you to the site. Which, I find a little underwhelming, given the material they had to work with in the TV spots.
The main attraction of the site is a quiz show that takes you through the decades and asks you questions that pertain to popular culture. We did not do well, but we are not that cultured. Or that popular.
